Market targeting is a process of evaluating each market segment’s attractiveness and selecting one or more to enter.
Mitsubishi Lancer Evolution IX MR chose to target middle age professional women who want a little more romance and action in their lives, as you can see from their commercial below. They reached their goal of positioning the product this way in the minds of target customers. Here is the proof: I asked my dad why doesn’t he buy Mitsubishi Lancer – He said that I’m stupid cause everybody would be looking at his car searching for a pretty hot girl inside. So Mitsubishi clearly missed my dad, but he wasn’t their target audience. Their positioning statement would look more like “To professional young women Mitsubishi Lancer Evolution IX MR is perfect luxury and performance model that will add romance and adventure to your life (because of its complete awesomeness)”
Elizaveta Koval
MKTG 301 G
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